Garment products took the lead in entering E-commerce 3.0 era

The era of e-commerce products 1.0 is an era in which sellers are the center of sales. This is a kind of pure sales, an art that fights for the consumers to understand and conquer marketing;

The era of e-commerce products 2.0 is a consumer-centric era. E-commerce companies are pursuing closer relationships with customers. They not only provide consumers with the functional needs of products, but also provide emotional value requirements. Therefore, companies and products are beginning to Pursue unique market positioning, expect to bring a consistent value combination to consumers, and begin to fight the art of product understanding;

The third stage that is about to be witnessed today is the era of e-commerce products 3.0, that is, the era of product reorganization. Enterprises no longer just regard e-commerce users as consumers, but consider them as independent thoughts and participation. The product evolved and shaped, and the company's shadow internet provided rapid support for companies to timely sense demand, understanding orientation, discovery direction, and response. The supply chain gave a rapid realization.

Product—Understand your supply chain password sales, cut off the chaos, product performance everything! E-commerce companies fight for a long time is the advantage of goods integration, so how to achieve this dish, you can see the status of your supply chain. Over the years to help e-commerce companies to achieve product realization, the summary is nothing more than three kinds of games: spot procurement - production orders - inventory products.

The spot purchase cost has no advantage and style is difficult to be unified, but the product resources are abundant;

Production orders have a high risk and high barriers to entry, but they have strong product realization.

Inventory products have large limitations and low sustainability, but they are highly cost-effective and have strong resistance to risks.

Even if you play with a certain kind of gameplay, you will not be able to break through the existing e-commerce environment. Our e-commerce product supply chain is usually three or a combination of both.

1. For spot purchase, the spot purchase of market selection is for testing market reaction and risk control.

Often product managers will tell me: "Li Sheng, I intend to go to a special session, to help me a whole spot." Play the spot, cost-effective spot, brand source, the style is unified, but the front-line people do not give You, the second and third line are willing to give you a license, but the brand does not suppress the goods, the factory will not suppress the goods, that kind of wholesale market resources in the e-commerce market is no advantage, so the spot procurement of products can only It is added as a pre-project or product.

2, production orders play production orders is not difficult, a lot of factories, it is difficult to make the factory understand how to understand the needs of your e-commerce products, fully cooperate and understand your style positioning. The main problem with the factory cooperation is how to realize the product, which is the source of the style.

A. A lot of merchants' selections have never been compared with the new ones in the official website. They are not as good as Taobao, and the official website's version will be at least 1-2 years faster. This is an undoubted fact. However, dare to sell Taobao’s selected funds, it is to sell competitively, and has enough confidence in its own operations, especially the supply chain. And this is the data that others have tried to spend. We do not use it well. Select this paragraph to choose the right size to fight the homogenization, do not underestimate the ant war elephant play, will make many big electricity supplier headache. The conversion rate is about 5%, as long as it is not a very personalized store, copy a quasi-one, do not copy the kind of money that people piled up by traffic, that kind of money can not make. Analyze the market dynamics of Taobao. Before a customer found a fungus cardigan, others tried it well, he was very smart to change the long paragraph, to the flow test, followed by a large flow of goods on the activities, pat, Taobao, the whole network together, Sold 10,000 pieces. On the product side, other people's wool yarns are more expensive for your 37-to-Five hairs, and the prices are then sold for 35-50 yuan, which makes them even more headaches.

B. The entity has a good money. It must be able to go well on the Internet. If you don't go well, it is your operational problem. So many people can't understand why many e-commerce hot sellers are considered obsolete by the entity. In fact, it's a matter of a radius of a few kilometers and an audience of hundreds of millions of users. It's exactly the same season. One cycle of two years is normal. We often find some entities that go well and make regular changes to e-commerce companies. The conventional shirts are embroidered with flowers on the front of the chest. Several printings on the lithographic cardigans are evolved according to their own style. They also sell well. C. Design Designer brand, independent design, factory production. D2C is a unilateral will of pure aestheticism, and Beijing’s e-commerce e-commerce favorite fantasy product realization. Especially the new Taobao Mall team, registered a brand, vowed to design and produce a package of goods, I looked at all the egg pain. Even if you are a designer again, you also need to give customers a buffer period, cognitive period, the goods sold is the brand, who gives you flow support, you are not Taobao conciliate D2C every day, people raise 2 This year, only a slight improvement this year, first ask yourself how long you can tolerate loneliness. So don't start playing this kind of thing and you can't afford it.

This time, we did not go into depth to talk about how the supply chain factory produced that piece of concrete cooperation with the e-commerce provider.

The production of the first batch of test orders is not too many. In order to reduce the risk, what Taobao channel, Jingdong Dangdang platform type or group purchase points, usually three to five hundred, the first round of orders should not be too much color code, generally It is 2 colors 2 codes. With the sales base, we consider the accumulation of pyramids, which also requires that your plant can be hard at a critical time. We cannot long-term expand the market by using such group-buying deals, but such group purchases are the best supply chain stress testing tools. If you are stocking purely for the sake of concentration, then humanity cannot stop you from running into a harmonious society. Take a client who has previously put together tens of thousands of sweaters for example. Conservative gameplay is up to 30% before the final trial. After the final review, production begins on the 7th day. The 10th day has already been completed. If you use a line that was previously used to make orders for foreign trade, it will take two weeks to sustain those workers. This is due to the fact that we have integrated a total of seven or eight foreign woven factory. Our own masters seize the sewing machine, post-finish, and check, each. The link quality inspection with the single, greatly speed up the production schedule. Change your plant's business philosophy, because the e-commerce sales volume is too volatile, a single plant can not meet you, multiple factories you can not support, let the factory to integrate peer resources, out of the program, similar to the KD structure. After the completion of the mission is to sell high value overflow, and follow-up production to make up a single look at the specific activities needed.

3, inventory product gameplay In this case, the inventory product refers to the operation or poor channel inventory, not the kind of quality defective products. Now most of the physical brands touch the net, selling most of the stock goods, this is already an open secret, the product online, hang a few weeks and then 5-7 fold engage in activities to sell, clear inventory, user experience. For inventory, another way is to change the mark. Those channels that are limited or lack of operations may waste quality products. We change it to sell on our own. Every day to help the electricity supplier to find the goods for the standard, I now almost become a professional rebranding.

Product style trends Uniqlo's market strategy is to grasp the development trend of the M-type society, and it can capture the trend of consumer groups, which is what every e-commerce marketer wants to pursue. 18-22 The kind of teenage Japanese and Korean style is undoubtedly the best selling of the first wave of e-commerce products, including the bulk of sales in the e-commerce market. However, if Xia Yuhe, which was purchased online in the past, has become a capacity, we have to think about whether our products are also changing. On the other hand, if you are sensitive enough, you will find that the recent “general youth, literary youth, 2B youth” marketing is extremely successful. Everyone is not ordinary, do not want to do 2B, then we have to choose art. I don't have specific market data, but from the perspective of the growth of my own customer orders and the current market occupying battles, the early engraved, early-language kapok, and so on... all these are the e-commerce brands that play literary style. It is not difficult for us to see some clues. If the literary style is currently a niche, I think it is a wave of explosive niche. The simple and fresh style evolved from European and American styles.

The Importance of Product PDCA The most important content of a product manager is planning, purchasing, and inventory model building. But what impresses me most is that only a few e-commerce clothing companies will make product plans, not to say how much sales volume they can do. The product plan is not to say that the plan for what to sell in the next month or two is called the product plan. Bring your new marketing needs together with the supply chain plan, and tell your factory that your factory must understand your marketing needs, your rhythm plan. Otherwise, your product will get precipitated and it will increasingly deviate from the market. In front of you, tell me how to copy your board. In the end, I talked about how we can help customers prevent copy board. Martial arts in the world, but not broken fast, the pace of electricity providers is precisely very fast. (A05),